Narrative PR was named PR agency of record for Montreal-based Aldo Group, following a review.
Narrative PR will be responsible for all banners under Aldo Group, including Aldo, Call it Spring, Globo and Little Burgundy. This is the first fashion account for the Bensimon Byrne-owned agency, whose clients in its lifestyle division include Grey Goose, Red Bull, Google and Constellation Brands.
Laura Serra, director of lifestyle brands at Narrative PR in Toronto, said working on a national fashion brand has been the goal of the lifestyle division since day one. The agency has been building its team with fashion PR pros, including Kate Makinson, a former PR specialist at Joe Fresh; Claire Beattie, formerly of Veritas Communications, where she worked on Jason Wu for Target; and Ashley Bartlett, formerly of Strategic Objectives, where she worked on HBC.
“Even though we don’t have a roster of fashion clients, the talent that we have on board does,” said Serra. “We’ve been waiting for the opportunity to put our experience and passion for the industry to work.”
Narrative is Aldo Group’s first-ever public relations AOR in English Canada. The global strategy for PR and communications, as well as PR activities for Quebec, will continue to be handled in-house.
“Narrative demonstrated a keen understanding of our brands, approaching each one with a distinct and creative point of view,” said Wendie Godbout, PR director at Aldo Group, in a release. “With a strong mix of fashion and corporate PR experts dedicated to the account, Narrative PR will undoubtedly become a key factor in allowing us to successfully execute our initiatives across Canada.”
Narrative already executed its first assignment with the opening of Aldo’s new-concept flagship store at Toronto’s Yorkdale Shopping Centre June 8. The agency will also support Aldo’s upcoming sponsorship of the Smut Soirée in Toronto, a sold-out event presented by Lainey Gossip.
